Why Advisors Need To Grasp The Importance Of The Human Side Of Money

Independent research shows that the behavioral management of clients is 93.6% of the financial planning process, leaving the tactical management of investments at 6.4%. Where are you spending your time?The Human Side of Money

This clearly demonstrates why advisors need to gain a deeper understanding of who their clients are so they can deliver customized experiences and help their clients manage the biases of their financial personality on decisions.

More specifically, advisors need to become behaviorally smart by recognizing and understanding:

  1. Every client is unique and building a relationship should begin by uncovering natural instinctive behavior
  2. Emotions play a fundamental role in the client/advisor relationship
  3. Its not all about the ability to manage investments risks but also the financial and relationship risks
  4. The financial advice they give speaks to the feelings of peace of mine, well-being, security of their clients
  5. The importance of being trained to understand and identify the inherent emotion and behavior of their clients

Writing in IFA Online Greg Davies says in his article, Head Doctor: Dissecting Behavioral Finance:

By ignoring the important role of emotions, traditional portfolio solutions end up
making investors uncomfortable along the journey and that frequently leads
to poor decision making and lower performance.

Click here to read the full article on IFA Online.


Carol Pocklington is a Human Behavior Solutions Analyst at DNA Behavior, assisting with the research and development of behavioral products. DNA Behavior helps grow behaviorally smart businesses and financial advisors worldwide to increase competitive advantage using the most reliable behavioral discovery and performance development systems on cutting-edge technology platforms. Solutions are delivered in the areas of client experience management, financial personality management and human capital management.

Visit the Financial DNA website to learn more about grasping the human side of money in the financial planning process.

Carol Pocklington

Carol Pocklington

Carol Pocklington - Chief Insights Accelerator

Carol is a Human Performance Accelerator. She has worked with Hugh Massie since 2001 since the Financial DNA understanding concept was conceived. She works with people and businesses worldwide. Her real-world application of behavioural insights, gives her the capability to serve as a business strategist, coach, mentor, and trainer. She is also a prolific blogger, a public speaker and author, specializing in human behavioural insights.


Carol's DNA Natural Behavior Style is - Facilitator


Carol is a Facilitator. Facilitators are persistent, goal-oriented people who promote team effort in order to complete tasks. Facilitators lead by setting examples and by achieving goals. Their strong work ethic encourages others to excel and they have an excellent ability to deal calmly yet firmly with people using a facilitative style.

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